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Slideshare apm le marche des boissons alcoolisees en finlande 2019 (1)

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Slideshare apm le marche des boissons alcoolisees en finlande 2019 (1)

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Slideshare apm le marche des boissons alcoolisees en finlande 2019 (1)

  1. 1. ANALYSE ET POTENTIEL DE MARCHÉ LE MARCHÉ DES BOISSONS ALCOOLISÉES EN FINLANDE OCTOBRE 2019 Auteur : Bureau Business France d’Helsinki Rédacteurs : Adam GARNELL, Anniina REPONEN Révision : Carole CUNISSET, Sylvain FLOIRAC WWW.BUSINESSFRANCE.FR
  2. 2. SOMMAIRE 1. RÉSUMÉ 6 2. INTRODUCTION 8 Définition du secteur 8 Chiffres-clés 8 Caractéristiques et évolution du secteur 9 3. OFFRE 14 Production locale 14 Import/Export 14 • Les importations du pays 14 • Les principaux fournisseurs de vin et la place de la France 16 • Les exportations du pays 20 Concentration du marché et grands acteurs 20 • Alko, monopole d’état 20 • L’importance des importateurs 21 4. DEMANDE 23 Les spécifités de la demande 23 Caractéristiques de la consommation 23 • Les alcools consommés 25 • Consommation hors foyer VS domestique 26 • La consommation des vins 26 • La consommation de spiritueux 31 Évolution de la demande 32 • Tendances de consommation 32
  3. 3. 5. ACCÈS AU MARCHÉ 36 Ce qu’il faut savoir avant d'exporter 36 Circuits d’importation 37 Organisation de la distribution 38 • Le monopole Alko : la vente au détail 38 • Le secteur HORECA 42 • Les importations par les particuliers 42 • La vente d’alcool sur internet 43 6. PERSPECTIVES DU MARCHÉ 46 Tableau analyse SWOT 46 Perspectives et recommandations pour l’offre française 47 • Favoriser l’intégration des vins sur le marché finlandais 47 • Quelle stratégie marketing adopter ? 47 7. INFORMATIONS UTILES 50 Salons 50 Revues 50 Adresses utiles, sites internet 50

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